Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

What's selling now? Kidswear

Find out what’s selling now in the world of kidswear

0-4 years

Emilie et Rose

Emilie et Rose

Emma Clark, co-owner of Country Mouse in Ashby-de-la -Zouch, Leicestershire

“We’ve tried to experiment with brighter colours and designs over the years, but traditional blue, pink and pastel shades seem to be what our customers prefer. Mayoral is by far our bestseller. The collection features lots of navy and red, to which our customers respond really well, as they love the traditional ‘British’ look. Two highlights have been their nautical sailor-style dress with a floral hem (£28) and the boys’ smart chino shorts and shirt set, embroidered with patterns of boats (£24.50). Emile et Rose’s classic cotton rompers in baby pink and blue (£40) are the perfect gift for a new-born. We’ve noticed an increase in demand for items that complete an outfit, so we’ve started stocking little extras for spring 16, such as the Starlight Collection’s soft designer socks (£5), which are made locally.”

Amanda Colgan, owner of Shuffs Kidz in Worsley, Greater Manchester

“We’ve spotted a change since the royal babies came along, especially for boys. Customers are going for a more traditional look, moving away from casualwear towards smarter shorts-and-top combos like Prince George. For baby boys we’ve been selling lots of all-in-one top and smart shorts sets from Miranda (£40-£50) in white, navy and red, whereas in the four-year-old age group we’re seeing demand for polo shirt and shorts sets from Pretty Originals (£30-£50). For girls, formal dresses featuring appliqué and embroidery are popular from Miranda (£40-£50) and Pretty Originals (£40), both of which are new brands for spring 16.”

Sarah Louise

Sarah Louise

Pauline Brown, owner of Kiddiewinks in Keswick, Cumbria

“Although it has been a bit cold, customers are starting to look for T-shirts. Minoti T-shirts featuring car and dinosaur transfers for boys, and butterfly motifs and appliqué sequins for girls, have been in demand (£5.99-£6.99). Pink is usually a popular colour for us, but over Easter we’ve been selling lots of blue and yellow floral dresses from Minoti, which are a good price (£14.99). Hand-embroidered, formal dresses in lemon and white with delicate flower and pearl details, from Sarah Louise, have also been doing well (£35-£45). The floods last season had a big impact on the area and things became a bit quieter, but we hope tourists will come back, and sales have picked up over the Easter holidays.”

Stefanie Baker, manager of Liquorice Kids in Welling, Kent

“I think the weather brightening up and the kids being off for Easter has provoked people to start buying more summery items, such as dresses and shorts. Prince George-style two-piece boys’ outfits by Tutto Piccolo in baby blue have been quite popular (£45-£50), as have Spanish-style dresses with puffy skirts and lots of bows and lace from Dolce Petit (£40-£50). Traditional English smock dresses are also still popular, especially hand-embroidered lemon and pink versions from Sarah Louise (£45-£50).”

Nikki Philipson-Stow, owner of The Orange Pig in Tewkesbury, Gloucestershire

“As most people are spending their money on taking their children out rather than buying them clothes, we’re not too busy. Those who do come in are looking for occasionwear for weddings and christenings. Smock dresses have always been a popular seller, as we tend to keep our stock quite traditional. Pretty Originals’ embroidered and floral dresses have been selling particularly well (£45-£50), as have Mayoral cotton dresses (£28-£35) in navy, pink and cerise. For the boys, it’s been all about the short-sleeved checked and striped shirts from Girandola (£17.95).”

Bobux

Bobux

Julie Lowe, owner of Biff in Dulwich Village, south London

“People are starting to look more for traditional styles, which may be to do with the affluent nature of the area in which we are located. The weather has also been quite chilly, which is encouraging people to buy warmer, long-sleeved styles. We’ve been selling lots of babies’ bodysuits from Petit Bateau (£30) and Emile et Rose (£25-30) in traditional pastel colours. Short-sleeved rompers from Frugi have also being doing well in brighter blues and greens for boys and pinks for girls (£25). Footwear from Bobux, in a mixture of brighter colours (£35), has been popular, particularly the Trackside and Jack & Jill styles.”

5 to 12 years

Billieblush

Billieblush

Caroline Mane, owner of Bossy Boots in Bolton, Greater Manchester

“There was a huge surge before Easter, with people rushing in to snap up holiday dresses. Customers loved a beautiful A-Dee poppy-patterned dress, with a red and white striped jersey bodice (£51), and a matching white jacket with ruffled hems (£71). A blue and white dress with a tulle skirt and orange flower appliqué detail by Billieblush (£33) sold out almost immediately. In occasionwear, Jottum’s Seville dress (£140), featuring beautiful, watercolour-style houses along the hemline, sold really well. We were attracted by the bright and vibrant prints of the Agatha Ruiz de la Prada collection, which we added for spring 16. The range includes a matching set of Aztec-print shorts (£24) and bright orange cropped T-shirt (£12). For the boys, for spring 16, we’ve started stocking Lyle & Scott’s basic T-shirts, which have sold best in bright shades of green, yellow and turquoise (£18-£20).”

Jake Fischer

Jake Fischer

Denise Heap, owner of Hansel and Gretel in Whalley, Lancashire

“We were unfortunately flooded on Boxing Day, and had to get rid of our water-damaged stock when we reopened 10 days later. Luckily, we didn’t lose too much – by putting boxes of winter stock up high, we managed to save enough to hold a winter sale. We were back on our feet about six weeks later. At the moment, A-Dee’s orange and pale pink check range has been really successful, especially the woven dress with ruffle detail (£53) and matching hooded rain jacket (£66). For girls, Jake Fischer’s navy and grey paisley-patterned playsuit has also been a hit, although this brand tends to do best with boys. They love the printed Australia-theme T-shirts (£18-20) and classic polo shirts in navy and light blue (£23). One thing I’ve noticed, especially since the recession, is that consumers want more for their money.”

Filemon

Filemon Kid

Elisabeth Henriksen, managing director of Wickle in Lewes, East Sussex

“Jumpsuits are really popular with young girls at the moment, particularly a blue and white speckled full-length jumpsuit from Mini A Ture (£30). Filemon Kid’s fun, reversible, animal-print jumper (£32) has sold well. More parents are looking for high-quality clothing they can hand down to younger generations, so Republic of Kids’ competitively priced straight-leg cotton jeans (£20) have been popular with boys and girls. We’ve also seen more parents turning away from slogans, logos and brash prints towards easy basics, such as Republic of Kids’ plain T-shirts (from £6.99) in light blue and grey.”

Scotch & Soda

Scotch & Soda

Gillian Franks, owner of Pixie in Hale, Cheshire

“The colourful printed swimsuits from Molo are proving popular this season, particularly the girls’ cockatoo-print swimsuit (£29.95). The fit and fabric quality of Scotch & Soda are consistently very high, and it has a huge following among our customers, especially the Hawaiian print shorts (£29.95) and the ‘Love’ vest top (£24.95), both from its Scotch R’Belle range. The ‘See you on the beach’ (£24.95) and printed surfer T-shirts (£29.95) are the most popular ones in the Scotch Shrunk collection.”

Oilily

Oilily

Helen Connelly, owner of Squirts in Sheffield, South Yorkshire

“Our customers love the fun patterns from Oilily, especially its jersey dresses featuring a fairground design and a fried egg picnic pattern (£36). With the changeable weather, Oilily’s matching leggings have also been a hit (£23), as it means kids can start wearing their summer dresses sooner without getting cold. Our customers like Mayoral’s lower price points and the way it puts a twist on the classic T-shirt, with styles that feature cross-over back and chiffon panel details (£17-£19).”

3pommes

3pommes

Annemarie Sharp, owner of Cowboys & Angels in West Kirby, Merseyside

“We’ve noticed that lots of parents in the area have been buying more clothes for the older children so that they can hand them down. Although we’re based in an affluent area, people are being a bit more cautious with their money, following the economic downturn. As a result, we’re being tight with buying and have decided to stick with the key brands that we know work well. At the moment, we’re selling lots of comfortable blue and grey boy’s joggers from 3pommes (£22) and long-sleeved skateboard-print T-shirts by Knot So Bad (£10-£15). For girls, Kite striped tops (£18) and pink daisy-patterned fleeces (£30) have been popular.”

Kenzo

Kenzo

Maureen Butterworth, owner of Tiddlywinks & Ben’s in St John’s Wood, north London

“The area in which we are based is rather select, so we tend to sell higher-fashion items, rather than basics. Kenzo sweatshirts in the classic tiger print in blue, rose pink and grey have been quite popular, with the weather still being a bit chilly (£29.95). Skirts have also been in demand, especially a sequinned, belted skirt from Miss Grant (£100). For boys, T-shirts are our best seller, with bright, comic-book-style printed tees by Karl Lagerfeld selling well at moment (£35).”

 

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.